Baking & Snack - June 2018 - 50
and design are especially important now that many
families shop online. Companies should provide a
kid-friendly and engaging experience, whether that's
done through online games, videos, stories explaining
the brand's characters or other interactive experiences.
Snack producers should give families the opportunity
to get to know them, Mr. Lempert said, which will
KIND Kids bars have
chewier textures and
friendlier flavors for kids
compared to the company's
overall product line.
white clouds that play off the thought bubble concept.
"The product itself is relatively easy to color and make
into shapes and things like that," Mr. Lempert said. "The
hard part is, again, that outer package being able to communicate to the parents the attributes they're looking for
and not turn off the kids."
While packaging designs are key, web presentation
50 Baking & Snack June 2018 / www.bakingandsnack.com
Another big test for bakers and snack producers is making a product that has the power of loyalty. In 2018, the
population of people under the age of 18 is 73.8 million
and 22.4% of the total US population and, since this
number isn't expected to have a significant increase,
Packaged Facts suggested creating a relationship with
children earlier and retaining it through their teen years
to realize full market potential.
"The problem is that kids have a very short attention
span," Mr. Lempert explained. "The challenge for the
bakery is, 'What can we create that has sustaining pow-